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Adventures in co-branding: Meet the Richard Chai X Acura X 'Thor' driving glove

May 18, 2011 | 10:24 am

Chai Acura Thor Driving Glove

Clothing designer Richard Chai is expanding into accessories, and the first piece is a limited-edition men's driving glove inspired by -- wait for it -- the partnership between carmaker Acura and the movie "Thor."

In hindsight, any sort of product placement with the movie about a Norse god turned superhero seems like a good idea -- it's topped the box office for the last two weekends and raked in an estimated $119.3 million in ticket sales, and Acura's commercials touting that tie-in have been in endless rotation on television for weeks.

Although Chai's handiwork doesn't actually appear in the film, the black leather and charcoal-suede patterning of the gloves are supposed to evoke the interior detailing of the fleet of Acuras driven by the black-suited S.H.I.E.L.D. agents. Lest you forget the connection, the Acura logo is embossed on each glove's closing snap.) 

Though it seems like an odd bit of co-branding (try to imagine that Venn diagram: Acura drivers who are "Thor" fans -- and fashion-forward enough to appreciate a $225 driving glove), where the gloves are to be available for purchase starting in June is certainly appropriate.

It's a store called Odin New York.

And we don't need to hammer that connection home, do we?

-- Adam Tschorn

Left photo: A scene from "Thor" with Chris Hemsworth in the title role, left, and Anthony Hopkins as Odin. Credit: Marvel Studios

Right photo: The $225 Richard Chai X Acura Men's Driving Glove, inspired by the movie. Credit: Acura